Black Friday remains top UK shopping day despite new rivals
New research from Sensormatic has found that Black Friday continues to be the most popular discount shopping day among UK consumers, despite increasing interest in Amazon Prime Deals Days.
The report, which surveyed over 1,000 UK consumers, shows that while 37% intend to make purchases during Amazon Prime Deals Days on 7 and 8 October 2025, a significantly higher 79% plan to shop on Black Friday.
Black Friday dominates
Sensormatic's data indicates a consistent preference for Black Friday, even as Amazon Prime membership and participation in Prime Days grow. The research also notes that the Saturday of the Black Friday weekend, 29 November, is predicted to be the second busiest day for in-store footfall across the Christmas trading period.
Sensormatic also analysed the appeal of Singles Day, a shopping event that originated in China and has gradually attracted more UK retailers to participate. Adoption, however, remains limited in the UK, with only 9% of consumers planning to make purchases on Singles Day, even as more brands such as ASOS and Lookfantastic introduce offers for the occasion.
Shopping trends and consumer behaviour
The survey found that 70% of UK consumers plan to visit a physical store on Black Friday itself, reflecting ongoing demand for in-person shopping experiences during major sales. Additionally, 13% expect to visit more stores during Black Friday this year compared to 2024, as they search for discounts and compare prices across channels.
According to Sensormatic's ShopperTrak Analytics platform, which tracks global in-store visits, UK retail footfall increased by 4.8% year-on-year on Black Friday in 2024. The rise was largely attributed to consumers seeking discounts and maximising their discretionary spending in the face of ongoing price sensitivity.
"Having dealt with ongoing inflation and cost-of-living pressures for such a prolonged period, astute shopping behaviours are now engrained in the UK customer psyche," said Andy Sumpter, Sensormatic's EMEA Retail Consultant. "Relentless bargain-hunting, highly considered purchasing and cross-checking every channel for the best prices is now second nature for hyper-savvy shoppers. And this may mean we see elevated demand for Black Friday, helping to kickstart retailers' Peak Trading campaigns."
Budget timing and retail outlook
The timing of the UK government's Autumn Budget, scheduled for 26 November 2025-just two days before Black Friday-could play a significant role in shaping consumer confidence and spending behaviour during the crucial holiday trading period.
"There is, however, still a joker in the pack," Sumpter added. "The jury's still out on how the Autumn Budget - taking place just two days before Black Friday - will impact consumer behaviour. Many retailers will fear further tax hikes and additional pressure on household incomes could risk derailing demand just before the start of their most critical trading period of the year."
The findings suggest that UK consumers are becoming increasingly strategic in their approach to deal-hunting and cautious about discretionary spending as a result of wider economic pressures. Black Friday remains the leading focus for consumers seeking discounts, with a broad range of both online and bricks-and-mortar retail options contributing to its widespread popularity.
Although alternative events such as Amazon Prime Deals Days and Singles Day have gained some traction, particularly among certain demographics and retailers, Black Friday holds a significantly larger share of UK shopping plans for 2025.
